PPC Advertisers – What did you miss in 2015?

I confess, I’m a little late to the party. I’d like to think this 2016 PPC predictions blog is “fashionably” late. Having never been the fashionable type though I’ll just admit that the day job sometimes gets in the way.

Excuses to one side, the delay in posting has provided an opportunity to speak to our search engine partners and get a steer on their development roadmaps for 2016.

In part 1 of the following post I’ll take a look back over how PPC marketing developed through 2015, summarising some of the top news stories from our monthly internal team briefings. If you missed an important piece of PPC news during 2015 I hope you’ll find it here.

In part 2 I’ll make some predictions about the changes we might see this year. Some are based on informal conversations with our suppliers, while others are purely speculative fun. I’ll let you decide which are which…

Let’s begin with part 1 and a recap of how the world of PPC marketing evolved through 2015.

The May 5th announcements also signalled the coming of data-driven attribution models for Adwords CPA bidding, as well as Google’s intent to include cross-device conversion reporting in the Adwords UI and subsequently in CPA bidding rules